PFP Launch Comms Planning

[c0ric0ri]

Reviving this epic on Feb 1 with new updates, as the PFP Collection is now getting ready for launch!

https://docs.google.com/document/d/1L3UMKgq7nE0NNBSZg8aJp_m3iTyFpJ5bGHCbPW5ATGs/edit

We will need to prepare communications for social channels & our blog, including creating relevant media assets.

The idea is to start communications & generate hype around the collection at ETHdenver by offering 1-2 PFPs as prizes for our impact quests.

Following the conference, myNFT will be hosting an event where we could auction a few more of our PFPs.

After this point, we can plan a mint date for those on our allow list, followed by a public mint date.

Doc to reference that Almond & Mitch created: https://giveth.notion.site/Givers-PFP-Collection-3bc23c4a995247afbd23b9249987411a

Previous notes from @tropicalmangos to consider:
Some items to prepare:

• Video teasing the art collection - this takes time so we need to start early
• Blog Post - prepared by mid November
• Tweets to promote Allow List
• FOMO Countdown Tweets
• Twitter Thread Launch Announcement
• Partner Support Guide Outreach Document - do we want this?
• pfp drop promo video

[c0ric0ri]

Hey @tropicalmangos would be great if you can add your notes here about PFP launches!

[tropicalmangos]

@c0ric0ri got asked by @oyealmond to take this on instead of her. I'd be happy to, you can put me as assignee :)

Will search for my notes and post here when I find them !

[oyealmond]

yeeey :) @c0ric0ri I think @tropicalmangos has excellent ideas around comms we can do for this.
I for sure will be working with her and supporting.

@laurenluz would be good to ask the person that makes videos for Giveth if is available?

[laurenluz]

We can ask him for sure - I can make a group DM w/ him? he wasn't cheap... who would be interested in managing this?

[oyealmond]

@tropicalmangos please L :)

[tropicalmangos]

@laurenluz i can do it

[tropicalmangos]

@c0ric0ri here are some excerpts from my notes, that I think coudl be relevant:

The rest I shared on the call which you wrote down and put in the description already.

Let me know if you need anything else?

Brand
Visuals
Brand tone
Logo, font, colours etc
Mission

Engage
Onboarding/welcome for (holders)
Wiki
How to use discord effectively and navigate
How to contribute to the community
Contests
Lunch and learn
Community Event

Announce NFT Collection
10 Day Tweet Campaign
1st Day Announce
Setup early - collection
Start Giveaway at the beg of campaign
More impressions
More retweets

Each day after that new design set
Penultimate giveaway
Last day - Winner
Setup early - collection
NFT website
Waitlist
Mint

Tips
Build twitter/discord 1st
Then launch
Collection visible but not listed for sale on Open Sea
Fav item
Sign up for notification when they do come on sale
Extra benefits: access to a community/ private sale
Roadmap
NFT influencers/ Twitter influencers
NFT promo accounts
NFT collab with projects
Giveaways - build up audience (social proof)
Whitelist spot to influencers to give away to their audience
5-10k really authentic, true believers
Cross promotion discord (partnership)
Youtube promo / sponsored videos
Plan/roadmap vision
2-3 marketing strategy
Funnel
Teasers- don’t give it away right away
Art teasers
Sneak peak for likes
Milestone giveaway
10 WL spots up for grabs
Like/RT
Tag all your friends
Winners in 48 hours
Countdown away from mint - 108 hours
7 tweets in one day
Minting details

AMA
Collaborations with other accounts in the space
Discord open

Landing Page
Email - enter to win Free NFT
Get notified

[c0ric0ri]

Hey @tropicalmangos regarding the videos, it's important that we assess cost for these (and time).

1. Art teaser video - seems very lowkey and low effort, to go out first to tease the project

2. Promo video to build hype and encourage people to join the waitlist - this is IMO very important and if I had to choose 1 of the two, I would go with this one to prioritize

3. PFP drop video for day of launch, like you indicated

I think 2 and 3 can probably be the same video cut slightly different ways to reduce effort, so they basically have different call to actions (join whitelist & save mint date, or minting is live now etc) but graymachine has to do the work once.

It would make sense to get a quote for these 3 and then we can decide. Can you prioritize the quote for this week?

[oyealmond]

Agree w you @c0ric0ri this can be 1 video, and then the rest can be adaptations. We need first to align on the narrative and messaging we're going to tell about the drop integrating GIVpower + Christmas + 1 year after the GIV airdrop , I would love to have a brainstorm session for everyone to drop ideas and have smth to build over. Is this smth we could organize for this week? wdyt? @c0ric0ri @tropicalmangos

[tropicalmangos]

@c0ric0ri yes I like the idea of cutting from one video to make the rest. The art teaser is just a bonus, but not totally essential... Let's see how much it works out to and see if all 3 can be done?

But first, @laurenluz has asked to hit pause on videos until we work out the kinks that are coming up in the forum on utility/ artwork etc and i think it's a good idea too. We can't build from a shaky foundation, especially if it keeps changing...

@oyealmond yes agree, let's do a brainstorm session!

So to summarize, I think order of priority is :

1. Work our narrative + NFT Utility - everyone
2. Brainstorm core messaging around promo videos (as mentioned above) - everyone
3. Script videos (me) and get feedback - TM + everyone
4. Get quote from gray machine - TM
5. Get approval - Lauren
6. Share promo drafts with group for feedback -everyone

Let me know your thoughts? @oyealmond @c0ric0ri @laurenluz ?

[c0ric0ri]

Per a call today with @Santigs @oyealmond @divine-comedian - we are looking to launch the PFP collection sometime after ETH Denver in March:

• A couple PFPs can be used during ETH Denver as prizes for impact quests (either as a raffle or as a 1-1 giveaway)
• MyNFT will holding their auction event directly after ETH Denver to avoid conflicting with the conference
• We can launch to the public after that, perhaps in late March?

[Santigs]

Here are the links to the PFP collection.

Minting page design
Collection Document

Here's also myNFT promotion doc

[laurenluz]

@c0ric0ri @Santigs - can you guys please work together to create and coordinate on issues to build hype for this launch. we should start soon with tweet etc.

and if we plan to write a short blog or anything, we need somone on that asap.

[oyealmond]

Her dear team 💫

@c0ric0ri @Santigs @divine-comedian & myself had a synch around the PFP launch strategy. I believe follow up sessions regarding this will work to make this release as successful as we can according to our capabilities.
Details I believe could be strengthen:

Rational

• We're launching a 1250 PFP collection to get support from our community during this though Bear Market. All proceeds will be use to support Giveth's operations.

Comms tagline

What will be the CTA that will make ppl want one?

• Get a #Giver4Good & support our mission to fund public goods using Web3 innovations.
• #Givers4Good community is the next level of Web3 heroes funding public goods w/ Web3 technology!

Target (potential buyers)

• Giveth community & Giveth's friends & partners.
  Suggestion - Make a list of communities & key people that may be interested on getting a Giver and be on the allowlist.
  I would strongly suggest to open spots at the allowlist to the people that had support Giveth in the past.

Sell strategy

• Hype create a brand & hashtag! I suggest #Givers4Good
• Allowlist for friends & family. Make a pre sale campaign building some actions around the allowlist. (Ex Mint party - Make a Discord or a Twitter Space Mint Party for the allowlist members. I prefer mint parties than auctions tbh.)
• Everyone on Giveth need to change their profile pic for a Giver4Good
• Giveth Social Media Posts (Mainly Tw)
• Partner outreach (reach out to the ppl above offering a Giver4Good )
• Shilling: get interviews, press notes, Newsletters features, get tweeted by other communities.
• Twitter Space talking about the collection.

Benefits

• PFP collections are meant to open the door to people to join a community and have decision power, specially decision power regarding funding. Ex Nouns DAO, Bright Moments.
• If this collection will have cosmetic benefits effects integrated into the dApp we could say the owners are the SUPER Giveth community. Idk, something that make PFP holders stand out from the regular community members.

---

We could use other sessions to polish some of these ideas and define launching stages dates & the messages tied to each one of these:

• ETHDenver
• allowlist
• pre minting
• open mint

wdyt?
cc @laurenluz

[Santigs]

Thank you @oyealmond.
I got some feedback from myNFT last evening and this is their answer:

"We are currently working towards the week of 6th-12th March meaning it might be ‘Giveth Day’ on the 8th or 9th March but I realize this is not particularly useful as it's not a final date. I will give you this as soon as I have it.

We have some final QA coming up and when that is done, we can confirm the exact date. I’m sorry that I can’t be more specific at this point but I’ll hopefully know more within the next 2 weeks."

We can define our calendar considering ETH Denver's "soft" introduction and myNFT auction event as the initial launch before the general public minting.

Do you guys want to meet next Monday/Tuesday? @c0ric0ri @laurenluz @divine-comedian

[divine-comedian]

Next monday is good for me I think

[Santigs]

Before or after Governance call?

[oyealmond]

me too! :)
Monday Feb 6, 11 am CST / 6pm CET work for you all? @divine-comedian @c0ric0ri @laurenluz @Santigs

[Santigs]

perfect

[Santigs]

Timeline of events

1.- Eth Denver impact quest participants raffle of 50 pfp units. During the conference
2.- myNFT auction of 5 units. Date to be defined by myNFT but probably 2nd week of March
3.- Allowlist open. Date to be defined but probably 3rd week of March
4.- Open minting after one or two weeks of phase 3.
5.- Open reveal party sometime after phase 4.

We have to work on the narrative keeping in mind only PFP integration on Giveth profile and Punk domain giveth.io name discount will be the initial benefits.

We can work with some parts of the artwork for communication support.

I will reach out to Jake for outreach support.

[Santigs]

Here are some sketches from the art we can use for comms support if needed.
We can also generate some new ones from the final art using a sketch online tool.

[oyealmond]

Hey @Santigs !

I think we should as the designer to create a special design for comms purposes. Actually I think we may need several designs, but more smth like:

With specific characteristics:

• Twitter format size
• a special & attractive design announcing the launch
• the information of the launch

And we may need several designs:

• a design for the blog post cc @divine-comedian
• a design announcing the minting party (if we agree we will have one)
• a design for the open minting.

I don't think we could use these sketches, as at least for me they don't represent the collection. We should create specific formats & designs.

Could you help us leading the creation of this w/ the PFP designer? @Santigs

[Santigs]

I can but he might request an additional budget as we never included that in the initial art proposal.
If I have to request him to do it for free, we need to be very specific so it does not take too much time nor changes to the designs he creates.

A second option is to do it ourselves.

[laurenluz]

@rodricastillo9013 - are you in the loop on this?

[Santigs]

The Punk Domain guys have requested to coordinate on the announcement of the Giveth domains minting launch.
I suggested them to make the official launch during the minting party on March 23 and that works for them but they would like to coordinate comms efforts.
Do you want me to add you to the discord group @oyealmond ?

[oyealmond]

Hey @Santigs ! No. I'll prefer not be added to the Discord Group. And if possible, you or @divine-comedian that have already a relation with Punk Domains to coordinate this and me just executing copies or what's needed.